China Ceramics Network Special Writer: Zhang Nianchao The stock market was crazy in 2019. More than 100 stocks doubled in just two months, the market rose by more than 800 points, and the number of new accounts opened was nearly 300 More than ten thousand. The long Tomb Sweeping Day holiday has brought all kinds of benefits and speculations. Some even used big data to prove that: in the past eleven years, there have been only two declines since the Qingming Festival, so the stock market will rise sharply this Monday, which will give rise to a large number of people who increase leverage and sell their houses to enter the stock market. The new army. However, the stock market did not usher in the much-anticipated carnival on Monday, and ended up opening higher and moving lower.
After all, the stock market is a numbers game. It can reflect the economy, but it cannot represent the economy. In 2019, beautiful data cannot mean that the economy is beginning to recover. At present, the real economy, including the overheated e-commerce companies in the past few years, are facing the problem of weak demand. As far as the circulation side is concerned, its main manifestations are the decentralization of traffic, the shrinkage of traffic growth and the decline of conversion. High costThree aspects.
In the ceramic industry, differentiation among enterprises will accelerate this year,mainly reflected in:
Enterprises with capital have begun to diversify their layout and will not compete directly with the industry at the ceramic level;
Enterprises with product advantages will begin to reconstruct their models and will not compete directly with the industry on price;
Enterprises with high-quality manufacturing capabilities began to seek cooperation platforms and no longer took the road of low-price wholesale;
Three-no enterprises began to abandon non-performing assets at an accelerated pace and completely exited the stage of history.
Similarly, for ceramic agents, future traffic will no longer have explosive growth, and may even begin to shrink. The competition among ceramic agents is no longer about the number and size of stores or the number of channels; it is about the size and vitality of the team, the profitability of the operating brand, and the consumerization of the agency model.
Therefore, as a ceramic agent in the future, what we compete for is no longer the size, but the profit of the product and the profitability of the sales service team. Whoever has a profitable brand and an excellent team will be able to dominate one side, not the other. Then there is the external competition of who has a big brand, big stores, and many channels.
I also read Dr. Yin’s column a few days ago. He said:In 2018, Italian ceramic tile output was 410 million square meters, exports fell by 3%, and domestic sales fell by 2%. The average price of Italian ceramic tiles has always remained stable at around US$21/square meter, while the average price of Chinese ceramic tiles has been declining, falling by almost 40% from 2008 to today. What a terrible problem.
At the same time, this is also an opportunity for China Ceramics, especially for agents who have no brand at the top and no channel initiative at the bottom. The only thing they can do is: build a profitable brand, cultivate a team, and create a group of Wealthy employees eventually achieve their own careers.
The Ceramics Expo is about to open next week. In the current market downturn and consumption transformation, it will be another blind date season where "manufacturers are looking for agents, and agents are looking for brands." How should we face so many brands and dazzling investment policies? Choice is indeed a difficult problem and a technical job.
Choosing a brand now is very different from the past, because the fast pace of the market will not give you the opportunity to try and make mistakes. Once you choose the wrong one, you may never have the chance to make a comeback.
In the new era, agents should consider several aspects when choosing a brand:
1. Product specifications must conform to the current trend. Currently, 800×800mm has become standard and low-priced. Competition among most brands of 600×1200mm is also fierce. However, not every brand has 750×1500mm and 900×1800mm. Being able to manufacture represents the brand’s profitability and future direction;
2. Brands must be active. Brand vitality represents an enterprise's innovation ability, enterprise management ability and future potential. The main reason for the decline of many brands is the aging of the brand and the lack of innovation ability;
3. Products must have sufficient profits, because traffic is decreasing and large-scale wholesale is ending. It is much more difficult to increase sales than to increase profits. You can’t just look at the factory price, but also the terminal price, especially the terminal price is more important. , for example, a product that costs 1 yuan can only be sold for 1.5 yuan, and the same product that costs 2 yuan can be sold for 5 yuan. Which one do you choose?
4. Excellent brand team and younger brand leaders, they understand new consumption better and have a keener market sense.
5. Manufacturing capability, manufacturing capability will be a core of brand enterprises and a guarantee of profits in the future.After all, the era of getting what you pay for is over;
6. There must be a complete brand system, the brand is the foundation of the future, and the brand operation system is the competitiveness;
7. It depends on the degree of matching between corporate philosophy and culture. If the philosophy and culture match, cooperation and communication will be easier.
At present, not only ceramics, but also all industries have unsatisfactory traffic, and the scale growth rate will not expand. Don’t think about growing yourself by grabbing other people’s shares. It is the last word to abandon the original low-price model, allow consumption to gain value, and allow enterprises to develop with quality.
(Original link: https://mp.weixin.qq.com/s/V5LKFx0LHS1P-dU-FVAAMw)
